Tennis Court Hammock
A playful contrast of ideas: bringing relaxation to a space designed for movement.
Gardenia Bay
Gardenia Bay
A community shaped by nature and movement, creating a balanced way of living on the water’s edge.
Client
Aldar
Location
Abu Dhabi, Yas Island
Project Type
Strategy, Brand identity, Art direction
Role
Design Director
Project Overview
Balancing life on the waters edge
Designed around biophilic principles, Aldar’s new all apartment masterplan on Yas Island needed a clear, market defining position to stand out across the island and wider region. The strategy focused on the active benefits of living in a biophilic home on one of the last remaining waterside sites. Gardenia Bay offered an exclusive yet accessible opportunity, and once the positioning was set, a bold campaign was developed for a global launch across the UAE, Russia, China and the UK.
The Brief
To create a positioning and launch campaign for Aldar’s all apartment, biophilic masterplan on Yas Island. The aim was to highlight the active lifestyle benefits of waterside living while differentiating the development from a crowded regional market.
The Solution
The idea centred on balance, expressed through conceptual imagery and nature led art direction that turned biophilic design into a lifestyle story. This created a distinctive proposition launched globally across the UAE, Russia, China and the UK.
The home of balanced living, where biophilic design and sustainable living create harmony, brought to life through a launch campaign featuring striking visuals ‘finding their balance,’ capturing the movement, character, and lifestyle of Gardenia Bay.
Concept
Finding the balance
The home of balanced living was the guiding principle that shaped the brand, influencing everything from photography to copywriting, ensuring a consistent sense of harmony throughout.
From matchstick scamps to a complete directed photoshoot integrated into a CGI environment
Work/Life Balance
A creative take on dual focus: highlighting both physical and mental presence.
Skate and Sip
A blend of pace and pause: capturing the ease of life in a place built for movement and stillness.
Floorplan styling
Iconography
Logos
Typography
